Strategic Marketing in Service Dominant Logic

Catalog description

This course is designed for students to build on previous marketing knowledge and apply problem-solving and critical-thinking skills important for hospitality business managers and leaders. Students analyze service marketing through the service dominant logic paradigm emphasizing the process of service as a bundle of economic-actor solutions. Through case studies, course readings, activities and student presentation opportunities, students describe the value propositions of each economic actor in the service ecosystem, discuss the interdependent co-creation of value relationship between each economic actor, and identify each actor as a resource integrator. Additionally students examine the service marketing's application to higher education and training, and compare and contrast the needs of these markets with those of hospitality and consumers. Students also generate plans to measure service quality using current and generally accepted marketing tools.